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November 2021 | Vol. XX - No. 11


Nickelodeonand ViacomCBS Consumer Products (VCP) partner with Darryl McDaniels, also known as mus

Nickelodeon,  announced a consumer products partnership with music icon Darryl McDaniels, also known as acclaimed producer and musical artist DMC, and one of the founding members of the ground-breaking hip hop group Run-DMC. Under this agreement, McDaniels will partner with Nickelodeon and ViacomCBS Consumer Products for a cross-category consumer products program that includes apparel, a publishing deal with Random House Children’s Books, and a collaboration with Noggin, Nickelodeon’s interactive learning service for preschoolers, for What’s the Word? a brand-new short-form series available now exclusively on the platform. What’s the Word?

This exciting collaboration between Noggin and McDaniels features the music icon lending his voice to episodes of Noggin’s brand-new original series What’s the Word? (15 episodes). Each short-form animated music video features a new word–such as cooperate, opposite and persevere–for kids, while utilizing songs and fan-favorite characters from hit series, including Blue’s Clues & You!, PAW Patrol, Bubble Guppies and Team Umizoomi, to help illustrate and teach the meaning of the word.

Additionally, consumer products plans are underway for a selection of apparel and accessories inspired by McDaniel’s childhood that will be available exclusively on the Nickelodeon brand store on Amazon, along with a future collaboration with The Felix Organization, a nonprofit organization and longstanding partner of ViacomCBS that was founded by McDaniels and EMMY Award-winning casting director Sheila Jaffe, which aims to help enrich the lives of children in foster care.

“Throughout my career, I’ve been very fortunate to have a diverse group of fans, including kids,” said McDaniels. “Working with Nickelodeon and ViacomCBS Consumer Products and having the opportunity to help make a positive impact on their lives and develop their self-esteem is so special to me.”

Said Pam Kaufman, President, Global Consumer Products, ViacomCBS: “Darryl McDaniels is a remarkable talent, with an equally inspiring background, who has positively impacted the lives of millions through his music and philanthropic work. We are so excited to work with him and extend his platform to reach today’s generation of kids around the globe with his message of empowerment, encouraging all kids to chase their own dreams.”

About Noggin

In Noggin, learning is led by the Nickelodeon preschool characters kids know and love and developed by education and child development experts. Noggin offers an ever-expanding library of books, learning games, activities, exclusive shorts and 1,000+ ad-free episodes of preschool favorites like PAW Patrol, Peppa Pig and Blue’s Clues & You! With Noggin, kids can go on fun learning adventures that explore science, literacy, math, music and more.


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